Brand identity for a new apparel brand specializing in casual attire for women who play pickleball.

Building blocks of the brand are inspired by the game itself, with some visual nostalgia mixed in: punchy primary colors, dynamic circle patterns, and chunky off-black all-caps typography. The “Y” in the custom-drawn logotype is inspired by the shape of a pickleball racket, while the font choice, 2020 MD Nichrome by Mass Driver, nostalgic yet new, takes the starring role in mostly typography-heavy applications. Art direction is focused on the garments themselves while promoting the cheerful, fitness-forward, community-making ethos of the brand.

I worked directly with the founder to zero in on the world she wanted her brand to live in: starting from some initial mood images, to multiple design concepts, selection and refinement stage, and then to core brand codes, a guideline document, and applications like stationery, social media, website, and swag.